{"product_id":"marketing-your-event-planning-business-isbn-9781118514450","title":"Marketing Your Event Planning Business","description":"\u003cb\u003ePractical, prescriptive advice on successfully marketing your event planning business\u003c\/b\u003e \u003cp\u003eRecent years have been tough on the event planning industry. The terrorist attacks of September 11, 2001, economic downturns, wars, and SARS have all negatively impacted the business. There are fewer corporate dollars dedicated to travel budgets and special events, creating even more pressure on businesses in an already highly competitive industry. This book tells you all you need to know to market your business and build your client base in good times and bad.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eMarketing Your Event Planning Business\u003c\/i\u003e shows you how to gain a competitive advantage by setting yourself apart from the competition, pursuing new markets, and soliciting sales. It covers all the vital topics in event planning marketing, including how to diversify your client base, develop niche markets, improve your customer service, establish emergency business plans, and much more.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eIdeal for event planners, marketing managers in the industry, and professionals in the hospitality, culinary, or travel industries\u003c\/li\u003e \u003cli\u003eIncludes actionable advice on successfully marketing an event planning business\u003c\/li\u003e \u003cli\u003eFeatures illustrative examples, practical tips, and useful checklists and other resources\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003ci\u003eMarketing Your Event Planning Business\u003c\/i\u003e is packed with practical tips and examples, giving you creative new ways to showcase your talents, build your business, and bring added value to your clients.\u003c\/p\u003e  \u003cp\u003eAcknowledgements xv\u003c\/p\u003e \u003cp\u003ePreface xvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 1: Marketability 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1:Making Yourself Marketable 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTarget Your Talents 4\u003c\/p\u003e \u003cp\u003eDistinguish Yourself and Your Company 10\u003c\/p\u003e \u003cp\u003eManage Your Reputation 16\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2:Acquiring Areas of Expertise 19\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1. Business Development 28\u003c\/p\u003e \u003cp\u003e2. Creative Design 30\u003c\/p\u003e \u003cp\u003e3. Event Management 32\u003c\/p\u003e \u003cp\u003e4. On-Site Production 34\u003c\/p\u003e \u003cp\u003e5. Acquiring Expertise 35\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3:Creating Your Niche 51\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMeeting a Need 53\u003c\/p\u003e \u003cp\u003eSpecialty Market 56\u003c\/p\u003e \u003cp\u003eIncome Driven 59\u003c\/p\u003e \u003cp\u003eEmotional Hot Buttons 62\u003c\/p\u003e \u003cp\u003eSpecialized Expertise 64\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 2: Market Development 67\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4:Defining Your Objective—Who Is Your Client? 69\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eVisualization 72\u003c\/p\u003e \u003cp\u003eResearch 74\u003c\/p\u003e \u003cp\u003eDevelopment 75\u003c\/p\u003e \u003cp\u003ePlanning 75\u003c\/p\u003e \u003cp\u003eExecution 77\u003c\/p\u003e \u003cp\u003eReconciliation 77\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5:Targeting Your Talents 81\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMatching Your Talents to Your Advance 85\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6:Customizing Customer Service Requirements 99\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eExpectation 102\u003c\/p\u003e \u003cp\u003eExcel 104\u003c\/p\u003e \u003cp\u003eEmbrace 105\u003c\/p\u003e \u003cp\u003eEnlighten 107\u003c\/p\u003e \u003cp\u003eEducate 109\u003c\/p\u003e \u003cp\u003eEnrich 111\u003c\/p\u003e \u003cp\u003eEnergize 112\u003c\/p\u003e \u003cp\u003eExcite 113\u003c\/p\u003e \u003cp\u003eEnvironment 115\u003c\/p\u003e \u003cp\u003eEmployees 116\u003c\/p\u003e \u003cp\u003eEfficiency 118\u003c\/p\u003e \u003cp\u003eEvaluate 120\u003c\/p\u003e \u003cp\u003eEthics and Etiquette 122\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 3: Marketing Endeavors 125\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7:Marketing to Your Audience 129\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLots of Energy 130\u003c\/p\u003e \u003cp\u003eA Platform 132\u003c\/p\u003e \u003cp\u003eA Strong Hook 134\u003c\/p\u003e \u003cp\u003eSharp Focus 135\u003c\/p\u003e \u003cp\u003eMarketing Opportunities 136\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8:Soliciting Sales: Innovative Ideas 147\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCreating Sales Opportunities in Unconventional Ways 150\u003c\/p\u003e \u003cp\u003eBring About an Emotional Response 153\u003c\/p\u003e \u003cp\u003eCaptivating a Client with Creative Concepts 158\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9:The Value of Diversification 161\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWidening Your Existing Client Base 164\u003c\/p\u003e \u003cp\u003eExpanding Your Market 167\u003c\/p\u003e \u003cp\u003eGenerating New Income Sources 169\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10: Going Out on Your Own— Costs and Benefits 175\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePersonal and Professional Independence 176\u003c\/p\u003e \u003cp\u003eFinancial Freedom 177\u003c\/p\u003e \u003cp\u003eUnlimited Authority 178\u003c\/p\u003e \u003cp\u003eCosts and Benefits of Going Out on Your Own 179\u003c\/p\u003e \u003cp\u003eConclusion 205\u003c\/p\u003e \u003cp\u003eAppendix A:Leading Internationally Recognized Industry Certifications 209\u003c\/p\u003e \u003cp\u003eAppendix B:Industry Associations and Councils 215\u003c\/p\u003e \u003cp\u003eAppendix C:Industry Magazines, Books, Online Publications and Resources 219\u003c\/p\u003e \u003cp\u003eAppendix D:Industry Conferences, Congresses, Trade Shows and Award Shows 223\u003c\/p\u003e \u003cp\u003eAppendix E:Sample Creative Concepts 225\u003c\/p\u003e \u003cp\u003eSample A: Concept for Corporate Event 225\u003c\/p\u003e \u003cp\u003eSample B: Concept for a Fundraising Event 229\u003c\/p\u003e \u003cp\u003eSample C: Concept for a Theme Event 235\u003c\/p\u003e \u003cp\u003eIndex 241\u003c\/p\u003e \u003cb\u003eJudy Allen\u003c\/b\u003e is one of the world's leading authorities on staging, event and lifestyle design and the bestselling author of ten books for the professional, business and consumer markets. Allen, a master of creative design, has flawlessly executed successful special events-corporate, social, and celebrity-for up to 2,000 guests at a time in more than 30 countries around the world. She has designed and produced memorable events such as Disney's worldwide theatrical opening-night gala for \u003ci\u003eBeauty and the Beast\u003c\/i\u003e, and the orchestration of Oscar-winning director Norman Jewison's 25th anniversary celebration for \u003ci\u003eFiddler on the Roof\u003c\/i\u003e.\u003cbr\u003eHighly skilled in staging events that are strategically designed to be one-of-kind experiences and a master of transforming the energy of an event environment by engaging the senses with trademark primary design principles, Allen has worked closely with CEOs, CFOs, presidents and their executive staff around the globe to create, implement and oversee their corporate and social business events.\u003cbr\u003eThe many diverse events that Allen has designed and executed extend from complex one-day events to elaborate arrangements of theme productions taking place over the course of a week. These events ranged from very exclusive VIP events to multimillion-dollar, multimedia fantasy extravaganzas including seven new-car product launches and involved high-tech stage and show productions.\u003cbr\u003eAllen, and her 2jproductions (www.2jproductions.com) partner, Joe Shane, are now bringing their dynamic creative energy, innovative style and perceptive insight to home, life and lifestyle design and world class resorts around the world through Sensual Home Living\u003csup\u003eTM\u003c\/sup\u003e (www.sensualhomeliving.com) and other initiatives.  \u003cp\u003e\"For event planners who are tired of being a well-kept secret, \u003ci\u003eMarketing Your Event Planning Business\u003c\/i\u003e offers invaluable advice on targeting talents and targeting clients. It's a wonderful boost for event planners looking to expand their client base.\"\u003cbr\u003e \u003ci\u003e—Lisa Hurley\u003c\/i\u003e, Editor, \u003ci\u003eSpecial Events Magazine\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eRecent years have been tough on event planners and the special events industry. September 11, major economic downturns, wars and SARS have all hit the event planning industry hard. There are fewer corporate dollars than ever to go around for travel budgets and special events.\u003c\/p\u003e \u003cp\u003eIn what was already a highly competitive industry, many planners and companies are struggling for their business survival. This book tells you all you need to know about how to market your event planning business and build a client base—in good times or in bad.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eMarketing Your Event Planning Business\u003c\/i\u003e shows event planners and event management companies how to gain the competitive edge by setting themselves apart, pursuing new markets, and soliciting sales. It covers all the vital topics in event planning marketing, including how to:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eDiversify your client base\u003c\/li\u003e \u003cli\u003eDevelop niche markets and areas of expertise\u003c\/li\u003e \u003cli\u003eDefine and customize your customer service\u003c\/li\u003e \u003cli\u003eEstablish a back-up plan for use during downturns\u003c\/li\u003e \u003cli\u003eSolicit sales and develop new business\u003c\/li\u003e \u003cli\u003eMarket yourself within your company and in the industry\u003c\/li\u003e \u003cli\u003eSet up your own event planning business\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003ci\u003eMarketing Your Event Planning Business\u003c\/i\u003e is loaded with practical tips and examples, offering everyone in the event management business creative new ways to showcase their talents, build their business and bring added value to their clients.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989576499429,"sku":"NP9781118514450","price":35.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118514450.jpg?v=1761784664","url":"https:\/\/k12savings.com\/products\/marketing-your-event-planning-business-isbn-9781118514450","provider":"K12savings","version":"1.0","type":"link"}